How To Carefully Choose & Use Keywords For Your B2B PPC Campaigns
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Learn how to maximize performance and avoid common mistakes while picking, organizing and prioritizing keywords for your B2B PPC campaigns.
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How To Carefully Choose & Use Keywords For Your B2B PPC Campaigns
- 1. How to Carefully Choose & Use Keywords For Your B2B PPC Campaigns 1CONFIDENTIAL AND PROPRIETARY
- 2. 2 The First Step In Picking the right keywords…
- 3. Possible Impressions Queries that would match to this keyword Keyword Choice “energy savings” Energy Savings Products For Large Buildings E X A M P L E B2B Company Better defining your audience should keep you from bidding on search terms that are superficially related to your offering, but don’t actually indicate any relevant search intent. CASTING TOO WIDE A NET @GranularMarketing@GranularPPC 3
- 4. Get the keyword juices flowing 4
- 5. s o u r c e s Get the keyword juices flowing @GranularMarketing@GranularPPC 5 •Of course .Products/Services •Sketching out your customers’ goals, challenges, pain points, etc. will clue you in to how they may be searching and what they may be searching for.Buyer Personas •What content have you put out that’s resonated with your customers? What kind of language do you use?Your Content •What kinds of language do your customers use when they talk about your products and services?Surveys •In what ways are your products similar and different? Can you target those similarities and differences in keyword choices?Competitors •How do searches change as people gather more information?Buyer Journey
- 7. B u i l d A r o u n d C o r e P h r a s e s Organizing Your Ideas @GranularMarketing@GranularPPC 7 Image via of Kissmetrics
- 8. Organizing Your Ideas: Build around core phrases If I’m offering devices for large buildings to save on energy costs… The qualifiers signal more intent from searchers.
- 9. Organizing Your Ideas: Classify your keywords 3 purchase intent types… Give the audience what they’re looking for. Image Source
- 11. Choosing Your Priorities 11 In B2B Search Marketing, it’s often the (long) tail that wags the dog. Robert Brecht, dmn3.com “ “
- 12. “ E n e r g y S a v i n g s ” Choosing Your Priorities @GranularMarketing@GranularPPC 12 % of audience that’s relevant? B2C Transactional B2B Informational B2C Informational
- 13. Choosing your priorities: Lead with the long tail 3 purchase intent types… Go after the audience looking for you.
- 14. Choosing your priorities: Lead with the long tail But don’t forget about these… Just treat them differently.
- 15. T r e a t I n f o r m a t i o n a l q u e r i e s d i f f e r e n t l y Choosing Your Priorities @GranularMarketing@GranularPPC 15 Informational Lower Bids 20% of budget Qualifying ad messaging Offer content Transactional Higher Bids 80% of budget Benefit ad messaging Offer contact
- 17. About Search volume: You’re after the right people There’s a higher premium on the right clicks. These are likely B2B searchers looking for information.
- 18. W h a t d o T h e y c a r e a b o u t ? Line up audiences and messaging @GranularMarketing@GranularPPC 18 Audience • Building Manager Keyword • building energy savings Ad messaging •How my products save on energy costs Audience • Building Engineer Keyword •Building energy management platform Ad messaging • What separates my solution from the competition
- 19. C o v e r a l l y o u r b a s e s Special categories to cover @GranularMarketing@GranularPPC 19 •These tend to be more top-of-the-funnel keywords where you’ll likely be more successful offering content to establish an initial connection with prospects.Problems •Sometimes acronyms of your product/service will get more volume than their names. For example, EMS can be short for energy management system.Acronyms •Targeting “hotel energy management system” and “school energy management system” is going to allow me to write ads directly related to those applications and get me better results. Applications/Markets •If they put it in their query, you should put it in your ad.Part/Model #’s •When searchers append words like solutions, vendor, company, provider, etc. to your core keyword terms, they’re on the hunt and looking for what you’re offering.Solutions •You’ll want to separate competitors names that are attached to your core keyword terms because they can be harder to make profitable.Competitors
- 20. H a v e a p u r p o s e i n u s i n g e a c h o n e Pay attention to match types @GranularMarketing@GranularPPC 20 Image from CardinalPath.com
- 21. D o n ’ t a d v e r t i s e w h e r e y o u ’ r e n o t w a n t e d Don’t forget to exclude @GranularMarketing@GranularPPC 21 Image from TryAdHawk.com There are common negative keyword lists you can find online.